Fermenting struggles : pulque, mezcal, and tequila -- Intoxicating icons : Pancho Villa, masculinity, and U.S.-Mexico relations -- Gendering mexicanidad and commercializing consumption : tequila and the comedia ranchera -- Touring tequila and harvesting heritage : the past's enduring presence -- Pursing prestige : regulation, resistance, and the limits of authenticity -- Consuming complexity : drinking tequila in Mexico and the United States.
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